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Definition
| A name, term, design, symbol, or other feature that identifies a seller's products and differentiates them from competitors' products |
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| The part of a brand that can be spoken, including letters, words, and numbers |
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| The part of a brand not made up of words, such as a symbol or design |
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| A legal designation of exclusinve use of a brand. |
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| the full legal name of an organization |
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| A customer's favorable attitude toward a specific brand |
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| The degree of brand loyalty in which the customer is aware the brand exists and views the brand as an alternative purchase if their pfererred brand is unavailable. |
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| the degree of brand loyalty in which a customer prefers one brand over competitive offerings. |
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| The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitue. |
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| The marketing and financial value associated with a brand's strength in a market. |
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| A brand initiated by its producer. (Green giant, Levi's jeans) |
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| Private distributor brands |
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| A brand initiated and owned by a reseller. |
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| A brand indicating only the product category. |
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| A branding policy in which each product is given a different name. |
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Branding all of a firm's products with the same name or part of the name. (kellogs' frosted flakes, kellgs' ricke krispies...) |
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| An organization uses one of its existing brands to brand a new product in a different product category. (Bic pens, exposible razors...) |
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| Using two or more brands on one product. (Kraft lunchables teams kraft cheese with oscar mayer lunchmeats). |
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| An agreement whereby a company permits another organization to use its brand on other products for a licensing fee. (Mattel games licensed warner bros harry potter brand for new game) |
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| Using similar pckaging for all of a firm's products or packaging that has one common design element. (campbells soups) |
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Definition
| Providing identifying, promotional, or other information on package labels. |
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| Universal product code (UPC) |
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Definition
| A series of electronically readable lines identifying a product and containing inventory and pricing inventory. |
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